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‘DESIGN IN VC’ THESIS
CLOUD KITCHEN USE CASE
Prateek Parijat
Consultant, Zinnov Management Consulting
Advisor, Readybowl
2
“Design is to design the Design of a Design”- Prof. John Heskett
A concept An activity
A plan to satisfy a set
of requir...
DEFINITION
FOOD INDUSTRY VALUE
CHAIN
MARKET SIZE
ADDRESSED MARKET
CONSUMER TRENDS
SUPPLIER TRENDS
CLOUD
KITCHEN
2
UNIT ECO...
INTRODUCTION – STARTUPS ARE FAILING
Failure to incorporate market needs with innovative tech has caused fallout of many St...
5
CAN DESIGN BE AN ANSWER TO ALL THIS?
INTRODUCTION – RISE OF DESIGN IN STARTUPS
Design is gaining prominence among Startups as a basis to develop and deliver va...
INTRODUCTION – RISE OF DESIGN IN VC
Venture Capitals are investing in Design at the top level from operational to investin...
8
WHAT CAUSED THE RISE OF DESIGN?
INTRODUCTION – RISE OF HUMANS
Human-Centric approach is taking centre stage in driving innovations
9
TRENDS IN THE TECHNOL...
10
INTRODUCTION – DESIGN THINKING
Design Thinking strives to bring human to the center of all innovation activities
WHAT I...
UNIT ECONOMICS
CLOUD KITCHEN
ADVANTAGE
TOP PLAYERS
BUSINESS
VIABILITY
3
HUMAN
DESIRABILITY
4
WHAT’S IT ABOUT?
CLOUD KITCHE...
12
CLOUD KITCHEN – DEFINITION (1/2)
On demand food delivery service
DEMAND SIDE VIEW SUPPLY SIDE VIEW
An online food order...
13
CLOUD KITCHEN – DEFINITION (2/2)
Technology for a Cloud Kitchen service is commoditized, business model and human desir...
CLOUD KITCHEN – FOOD INDUSTRY VALUE CHAIN
Cloud Kitchen Startups operate in the later stages of food industry value chain
...
CLOUD KITCHEN – MARKET SIZE
Design Thinking aids in identifying most relevant market and growth opportunities
15
MARKET SI...
CLOUD KITCHEN – ADDRESSED MARKET
Cloud Kitchen owns the biggest share of online food delivery market in India
16
Food Deli...
CLOUD KITCHEN – CONSUMER TRENDS
A very young Indian population is driving the major trends in Food Service industry
INDULG...
CLOUD KITCHEN – SUPPLIER TRENDS
Healthy margins and better quality assurance is driving a move towards Cloud Kitchen model...
HUMAN
DESIRABILITY
4
WHAT’S IT ABOUT?
CLOUD KITCHEN
ADVANTAGE
EMPATHY FRAMEWORK
TOP PLAYERS
TWO BY TWO
DESIGN
THIKNING
5
D...
BUSINESS VIABILITY – UNIT ECONOMICS
Cloud Kitchen Business Model Combines Margins across the Stack to deliver lucrative op...
21
BUSINESS VIABILITY – CLOUD KITCHEN ADVANTAGE
The business model provides some obvious and viable earning options along ...
Cloud Kitchen $0.6M - $3 1,000 -
Cloud Kitchen $0.5M - $15 70 -
12 40%
3 35%
22
BUSINESS VIABILITY – TOP PLAYERS (1/2)
A r...
23
BUSINESS VIABILITY – TOP PLAYERS (2/2)
Most successful startups have high repeat customers and highly optimized kitchen...
TWO BY TWO
DESIGN
THIKNING
5
DEFINITION
FOOD INDUSTRY VALUE
CHAIN
MARKET SIZE
ADDRESSED MARKET
CONSUMER TRENDS
SUPPLIER TR...
HUMAN DESIRABILITY – WHAT’S IT ABOUT?
Cloud Kitchen service is about convenience more than anything else
25
Online food or...
26
HUMAN DESIRABILITY – CLOUD KITCHEN ADVANTAGE
The business model provides a lot of advantages along the user journey
AWA...
27
PUPROSE
IDENTIFICATION
PRODUCT
EXPERIENCE
TRUST
BUILDING
HUMAN DESIRABILITY – EMPATHY FRAMEWORK
Desires along the user ...
28
HUMAN DESIRABILITY – TOP PLAYERS (1/2)
A representative set of players in the Cloud Kitchen space mapped against critic...
29
HUMAN DESIRABILITY – TOP PLAYERS (2/2)
Most successful startups attribute success to a clear cuisine based positioning ...
DEFINITION
FOOD INDUSTRY VALUE
CHAIN
MARKET SIZE
ADDRESSED MARKET
CONSUMER TRENDS
SUPPLIER TRENDS
UNIT ECONOMICS
CLOUD KIT...
31
DESIGN THINKING – TWO BY TWO
Design Thinking aids in presenting an inclusive view of the market
X-Axis: Human Desirabil...
32
THANK YOU!
PRATEEK
PARIJAT
prateekparijat[at]gmail.com
+91 9757 417 563
LinkedIn
Behance
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Design in Venture Capital | Cloud Kitchen

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A PoV on applicability of design in VC business. This presentation builds on market evaluation of Cloud Kitchen Startup space, and basis the hypothesis compares 6 Startups.

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Design in Venture Capital | Cloud Kitchen

  1. 1. ‘DESIGN IN VC’ THESIS CLOUD KITCHEN USE CASE Prateek Parijat Consultant, Zinnov Management Consulting Advisor, Readybowl
  2. 2. 2 “Design is to design the Design of a Design”- Prof. John Heskett A concept An activity A plan to satisfy a set of requirements Final outcome
  3. 3. DEFINITION FOOD INDUSTRY VALUE CHAIN MARKET SIZE ADDRESSED MARKET CONSUMER TRENDS SUPPLIER TRENDS CLOUD KITCHEN 2 UNIT ECONOMICS CLOUD KITCHEN ADVANTAGE TOP PLAYERS BUSINESS VIABILITY 3 HUMAN DESIRABILITY 4 WHAT’S IT ABOUT? CLOUD KITCHEN ADVANTAGE EMPATHY FRAMEWORK TOP PLAYERS TWO BY TWO DESIGN THIKNING 5 3 INTRO- DUCTION 1 STARTUPS ARE FAILING RISE OF DESIGN IN STARTUPS RISE OF DESIGN IN VC RISE OF HUMANS DESIGN THINKING
  4. 4. INTRODUCTION – STARTUPS ARE FAILING Failure to incorporate market needs with innovative tech has caused fallout of many Startups 4 Startup failures due to product/service development for ‘No Market Need’ among 20 reasons* % *Source: CB Insights | Based on 101 Startup post-mortems WHAT SHOULD STARTUPS DO TO AVOID THIS MOST COMMON FAULT? HOW SHOULD VCs EVALUATE A STARTUP TO AVOID SUCH FAILURES?
  5. 5. 5 CAN DESIGN BE AN ANSWER TO ALL THIS?
  6. 6. INTRODUCTION – RISE OF DESIGN IN STARTUPS Design is gaining prominence among Startups as a basis to develop and deliver value 6*Source: NEA – The Future of Design in Startups | Based on survey of 350 Startups STARTUPS ARE REALISING DESIGN’S IMPACT ON BUSINESS ACROSS*: HIGHER SALES HIGHER CUSTOMER ENGAGEMENT HIGHER CUSTOMER RETENTION HIGHER PRODUCT CYCLES 65% 46% 69% 47% X% of the Startups Startups believe that design is important, if not very important* %
  7. 7. INTRODUCTION – RISE OF DESIGN IN VC Venture Capitals are investing in Design at the top level from operational to investing roles 7 PROMINENT DESIGNERS ACTIVE IN VCs JASON MAYDEN | ACCEL PARTNERS He strives to bring in a design centric founder community, and help portfolio companies to identify right problems to solve for JOHN MAEDA | KPCB His role is to find strategic insights as to where design can have the most business impact. IRENE AU | KHOSLA VENTURES Au wants to use design as both a diagnostic tool and a systemic fix inside new companies JAMES BUCKHOUSE | SEQUOIA CAPITAL He helps create exceptional user experiences for the portfolio and the partnership More designers entered VC in the last 2 years than the previous 4 years combined* X *Source: Design in Tech Report – 2016
  8. 8. 8 WHAT CAUSED THE RISE OF DESIGN?
  9. 9. INTRODUCTION – RISE OF HUMANS Human-Centric approach is taking centre stage in driving innovations 9 TRENDS IN THE TECHNOLOGY INDUSTRY DRIVING DESIGN INVESTMENT FROM VCs NO MORE MOORE’S LAW Computing technology is becoming smaller, faster and cheaper, allowing human factor to overtake in dictating course of product/service development. WELCOME TO EXPERIENCE ECONOMY! As we transition from delivering services to experience, the next competitive battleground will lie in the staging the experiences. LOWER BARRIER TO ENTRY Technology has been commoditised to a great extent today (for e.g. AWS in place of building infrastructure, etc.). Design in such scenarios becomes the differentiator. HUMANSThe easily overlooked parameter in Entrepreneurial ventures
  10. 10. 10 INTRODUCTION – DESIGN THINKING Design Thinking strives to bring human to the center of all innovation activities WHAT IS? WHAT ISN’T? WHAT SHOULD BE! Entrepreneurs building business case through Greater inclusion of empathy in building a business case through Business case built through Design Thinking, which is Business Viability Technology Feasibility Human Desirability Business Viability Technology Feasibility Human Desirability DESIGN THINKING
  11. 11. UNIT ECONOMICS CLOUD KITCHEN ADVANTAGE TOP PLAYERS BUSINESS VIABILITY 3 HUMAN DESIRABILITY 4 WHAT’S IT ABOUT? CLOUD KITCHEN ADVANTAGE EMPATHY FRAMEWORK TOP PLAYERS TWO BY TWO DESIGN THIKNING 5 INTRO- DUCTION 1 STARTUPS ARE FAILING RISE OF DESIGN IN STARTUPS RISE OF DESIGN IN VC RISE OF HUMANS DESIGN THINKING 11 DEFINITION FOOD INDUSTRY VALUE CHAIN MARKET SIZE ADDRESSED MARKET CONSUMER TRENDS SUPPLIER TRENDS CLOUD KITCHEN 2
  12. 12. 12 CLOUD KITCHEN – DEFINITION (1/2) On demand food delivery service DEMAND SIDE VIEW SUPPLY SIDE VIEW An online food ordering platform with On-Demand service An online food delivery service with Single food place to order from Fewer options compared to aggregator apps Full stack ownership (Food preparation to delivery) Higher margins compared to aggregator services
  13. 13. 13 CLOUD KITCHEN – DEFINITION (2/2) Technology for a Cloud Kitchen service is commoditized, business model and human desirability will drive growth DESIRABILITY Saves effort and time in cooking or going out VIABILITY Higher margins due to full stack ownership FEASIBILITY Mobile app Business Viable Technologically Feasible Human Desirable CLOUD KITCHEN – DESIGN THINKING
  14. 14. CLOUD KITCHEN – FOOD INDUSTRY VALUE CHAIN Cloud Kitchen Startups operate in the later stages of food industry value chain VALUE CHAIN INPUTS PRODUCTION AGGREGATION PROCESSING TRADING RETAILING CONSUMERS SUB-ACTIVITIES SEEDS FERTILIZER FINANCE KNOWLEDGE FARMING FARMER ORGANISATIONS SMALL TRADES TRANSPORTERS DRYING PACKAGING MILLING COOPERATIVES WHOLESALERS SPOT MARKETS TRADITIONAL MARKETS SUPERMARKETS RESTAURANTS END USERS FOOD TECH CATEGORIES* Next-Gen Food/Drink Restaurant Delivery Cloud Kitchen Office Catering Meal Kits Speciality Foods Farm to Table Chefs on Demand Liquor on Demand Grocery Delivery *Source – CB Insights | Food Tech Periodic Table FOOD ORDERING PLATFORMS 14
  15. 15. CLOUD KITCHEN – MARKET SIZE Design Thinking aids in identifying most relevant market and growth opportunities 15 MARKET SIZING AS-IS WAY MARKET SIZING THROUGH DESIGN THINKING MARKET SEGMENTATION TOTAL SERVICEABLE MARKET (INDIA) TOTAL ADDRESSABLE MARKET (INDIA) GROWTH RATE (BENGALURU) TOTAL SERVICEABLE MARKET (BENGALURU) TOTAL SERVICEABLE MARKET, 2020 (BENGALURU) $90–100B $35–40B $3–4B 300% $10–12B $45–50B $15–20B $1.5–2B 350% $6-7B URBAN INDIAN BETWEEN 20 – 50 YEARS OF AGE CONNECTED TO INTERNET CORPORATE TARGET USERS120,000,000 WORKING WIVES STUDENTS MIGRANT CORPORATES PG/HOSTEL DWELLERS YOUNG MARRIED COUPLES Over and above the segmentation achieved in as-is way TARGET USERS50,000,000
  16. 16. CLOUD KITCHEN – ADDRESSED MARKET Cloud Kitchen owns the biggest share of online food delivery market in India 16 Food Delivery Market in India Online Food Delivery Market in India Cloud Kitchen Market in India Food Service Market in India $15B $300M $200M $48B
  17. 17. CLOUD KITCHEN – CONSUMER TRENDS A very young Indian population is driving the major trends in Food Service industry INDULGENCE FOOD HEALTHY / ORGANIC FOOD OPTIONS REGIONAL FLAVOUR VEGAN MOVEMENT India’s migrant population40% Regional food forms synonymy with home for the migrated diaspora within country. With migrant population steadily growing, ‘Regional Food’ is here to stay. Personal disposable income growth rate11% Personal disposable income has grown (11%) faster than median household income (7%). Indians are spending more on chocolates, desserts, dairy products, etc. Median age of India in no. of years27.6 The millennial generation is now health conscious and invests heavily in maintaining a healthy lifestyle. The median age of India will remain below 30 till 2020. India’s vegetarian population29% As more people are getting online, demand for vegetarian option is rising as well. Most populous states of Uttar Pradesh, Rajasthan, Madhya Pradesh and Gujarat have 50%+ vegetarian population. OPPORTUNITY SIZE LEGEND HIGH MEDIUM LOW 17*Source – Primary and secondary research
  18. 18. CLOUD KITCHEN – SUPPLIER TRENDS Healthy margins and better quality assurance is driving a move towards Cloud Kitchen model 18 AGGREGATOR PARADIGM SHIFT RESTAURANT PARADIGM SHIFT HUB & SPOKE MODEL AUTOMATION & SUSTAINABILITY Delivery time as low as 20 minutes20 With a central kitchen combined with delivery hubs, delivery times as low as 20 minutes can be achieved. Petoo is experimenting to achieve 10 minute delivery Top 2 Aggregators with Cloud Kitchen Zomato and Swiggy have both announced infrastructure investments as their Cloud Kitchen project Market share for delivery orders35% Restaurants derive direct benefits from reducing operation cost, maximising orders per day, decreasing overall production and packaging time and capitalising on existing user base Reduction in processing time10% Automation in preliminary activities in the kitchen is enabling cost and time optimisations Sustainable packaging options is becoming a customer acquisition driver OPPORTUNITY SIZE LEGEND HIGH MEDIUM LOW*Source – Primary and secondary research 2
  19. 19. HUMAN DESIRABILITY 4 WHAT’S IT ABOUT? CLOUD KITCHEN ADVANTAGE EMPATHY FRAMEWORK TOP PLAYERS TWO BY TWO DESIGN THIKNING 5 DEFINITION FOOD INDUSTRY VALUE CHAIN MARKET SIZE ADDRESSED MARKET CONSUMER TRENDS SUPPLIER TRENDS CLOUD KITCHEN 2 INTRO- DUCTION 1 STARTUPS ARE FAILING RISE OF DESIGN IN STARTUPS RISE OF DESIGN IN VC RISE OF HUMANS DESIGN THINKING 19 UNIT ECONOMICS CLOUD KITCHEN ADVANTAGE TOP PLAYERS BUSINESS VIABILITY 3
  20. 20. BUSINESS VIABILITY – UNIT ECONOMICS Cloud Kitchen Business Model Combines Margins across the Stack to deliver lucrative opportunities 20 $1000–1200 Per Month RESTAURANT COST CLOUD KITCHEN MARGINS RESTAURANT AGGREGATORS COST 70% - $6000–8000 Per Month 0% - $3000–3500 Per Month 30% Over Restaurants $1M Per Month for 1500 employees - 0% $3M Per Month - 0% $1M Per Month $1000–1200 Per Month 0% $100,000 Per Month $7–8 - $5–6 - -100% $3M Per Month 3000 – 4000 orders per month for a restaurant 3,000,000 orders per month for an aggregator 25% For 150 orders a day from 1 Kitchen with $6 AOV, Cloud Kitchen business model promises a margin on the upwards of 25% PROPERTY GROCERY CHEF & STAFF DELIVERY PROCESSING & SUPPORT AVERAGE ORDER VALUE (AOV) COMMISSIONCUSTOMER ACQUISITION COST (CAC)
  21. 21. 21 BUSINESS VIABILITY – CLOUD KITCHEN ADVANTAGE The business model provides some obvious and viable earning options along the service line PROPERTY GROCERY CHEF & STAFF DELIVERY PROCESSING & SUPPORT AVERAGE ORDER VALUE (AOV) COMMISSIONCUSTOMER ACQUISITION COST (CAC) • Savings on infrastructure investment • Reductions in service time through kitchen automation • Better quality control of food cooked CLOUD KITCHEN ADVANTAGE OVER AGGREGATORS • Higher consistency in food taste CLOUD KITCHEN PROCESS FLOW CLOUD KITCHEN ATTRACTIVENESS • Lower delivery times due to distributed cooking • Higher customer retention due to better control of quality and taste • More contextual customer data in terms of food preferences • Competitive pricing strategy due to higher margins • No commission revenue ADVANTAGE LEGEND BETTER SIMILAR WORSE
  22. 22. Cloud Kitchen $0.6M - $3 1,000 - Cloud Kitchen $0.5M - $15 70 - 12 40% 3 35% 22 BUSINESS VIABILITY – TOP PLAYERS (1/2) A representative set of players in the Cloud Kitchen space mapped against critical business parameters Cloud Kitchen BUSINESS MODEL REVENUE Last Announced LOSS Last Announced AVERAGE ORDER VALUE (AOV) CUSTOMER ACQUISITION COST (CAC) DAILY ORDERS Cloud Kitchen & QSR Cloud Kitchen & QSR $5M $9.5M $4.3M $5M $17M - $5 $4 $4 12,000 25,000 12,000 $1.5 $2 - Cloud Kitchen $0.4M - $8 2,000 - REPEAT CUSTOMERS 35 175 60 50% - 85% 10 - KITCHENS / DISTRIBUTION CENTRES
  23. 23. 23 BUSINESS VIABILITY – TOP PLAYERS (2/2) Most successful startups have high repeat customers and highly optimized kitchen utilisation or spread High repeat customers50% Triple the average value per kitchen $150K High daily orders25K Very high spread of kitchens175 Very high repeat customers85% High spread of kitchens60 Very high AOV$8 Low value per kitchen400K Average repeat customers40% Low AOV$3 Triple the average AOV$15 Triple the average value per kitchen 170K
  24. 24. TWO BY TWO DESIGN THIKNING 5 DEFINITION FOOD INDUSTRY VALUE CHAIN MARKET SIZE ADDRESSED MARKET CONSUMER TRENDS SUPPLIER TRENDS UNIT ECONOMICS CLOUD KITCHEN ADVANTAGE TOP PLAYERS CLOUD KITCHEN 2 BUSINESS VIABILITY 3 INTRO- DUCTION 1 STARTUPS ARE FAILING RISE OF DESIGN IN STARTUPS RISE OF DESIGN IN VC RISE OF HUMANS DESIGN THINKING 24 HUMAN DESIRABILITY 4 WHAT’S IT ABOUT? CLOUD KITCHEN ADVANTAGE EMPATHY FRAMEWORK TOP PLAYERS
  25. 25. HUMAN DESIRABILITY – WHAT’S IT ABOUT? Cloud Kitchen service is about convenience more than anything else 25 Online food ordering is a decision making process which can be attributed following characteristics Quick decision making process CONVENIANCE Most popular one-word description for online food ordering service Impulsive decisions as opposed to rational High engagement frequency
  26. 26. 26 HUMAN DESIRABILITY – CLOUD KITCHEN ADVANTAGE The business model provides a lot of advantages along the user journey AWARENESS DECISION MAKING ORDERING DELIVERY CONSUMPTION LOYALTY USER JOURNEY STAGES Situations of need generation Pre-order decision making process Picking an app and ordering from it Post-order and pre- consumption experience Consumption and disposal Customer retention; share; feedback EMPATHY RESEARCH RESULTS Top scenarios for ordering food online 42% Busy with work 28% Relaxing at home 17% Last resort Top factors in deciding order 31% Cuisine 30% Price 22% Delivery Time Top experience parameters 45% Options 22% Minimum taps Top venues for online orders Dominos > Pizza Hut > Swiggy > Zomato Top features expected in the service 38% Real-time status 26% One call or lesser 14% Customer Care Top experience parameters 100% Good food 32% Reusable packaging 19% Receive and eat Top expectations with service 55% Consistency CLOUD KITCHEN ADVANTAGE OVER AGGREGATORS ADVANTAGE LEGEND BETTER SIMILAR WORSE DESCRIPTION
  27. 27. 27 PUPROSE IDENTIFICATION PRODUCT EXPERIENCE TRUST BUILDING HUMAN DESIRABILITY – EMPATHY FRAMEWORK Desires along the user journey can be bucketed into three broad categories AWARENESS DECISION MAKING ORDERING DELIVERY CONSUMPTION LOYALTYSTAGES Feature addressing top reasons for the user to use the product: • Cuisine based offering • Competitive pricing • Customisations DESCRIPTION EMPATHY FRAMEWORK Features simplifying use of product, making it highly intuitive: • Minimum tap processing • Reliable delivery Features ensuring customer retention for the service: • Impressive packaging • Feedback system • Consistency in quality Situations of need generation Pre-order decision making process Picking an app and ordering from it Post-order and pre- consumption experience Consumption and disposal Customer retention; share; feedback
  28. 28. 28 HUMAN DESIRABILITY – TOP PLAYERS (1/2) A representative set of players in the Cloud Kitchen space mapped against critical human desirability parameters Cloud Kitchen Cloud Kitchen Cloud Kitchen BUSINESS MODEL PURPOSE IDENTIFICATION PRODUCT EXPERIENCE TRUST BUILDING Cloud Kitchen & QSR Cloud Kitchen & QSR Cloud Kitchen FRAMEWORK LEGEND HIGH MEDIUM LOW
  29. 29. 29 HUMAN DESIRABILITY – TOP PLAYERS (2/2) Most successful startups attribute success to a clear cuisine based positioning and reliable delivery One of the most user friendly app Top notch packaging and delivery service Position cuisine based brands on its app High delivery estimation rate Quicker than average delivery times Specialises in meals for corporates Positioned as a supplier of healthy food Attractive packaging Budget meal option in Indian cuisine Low delivery time Very clear positioning in terms of cuisine Very high delivery times
  30. 30. DEFINITION FOOD INDUSTRY VALUE CHAIN MARKET SIZE ADDRESSED MARKET CONSUMER TRENDS SUPPLIER TRENDS UNIT ECONOMICS CLOUD KITCHEN ADVANTAGE TOP PLAYERS CLOUD KITCHEN 2 BUSINESS VIABILITY 3 HUMAN DESIRABILITY 4 INTRO- DUCTION 1 STARTUPS ARE FAILING RISE OF DESIGN IN STARTUPS RISE OF DESIGN IN VC RISE OF HUMANS DESIGN THINKING WHAT’S IT ABOUT? CLOUD KITCHEN ADVANTAGE EMPATHY FRAMEWORK TOP PLAYERS 30 TWO BY TWO DESIGN THIKNING 5
  31. 31. 31 DESIGN THINKING – TWO BY TWO Design Thinking aids in presenting an inclusive view of the market X-Axis: Human Desirability Y-Axis: Business Viability STARTUPS PERFORMING HIGHLY IN ‘BUSINESS VIABILITY’ ANALYSIS PERFORMED EQUALLY WELL IN ‘HUMAN DESIRABILITY’ ANALYSIS DESIGN IS THE WAY TO GO ABOUT BUSINESS DEVELOPMENT
  32. 32. 32 THANK YOU! PRATEEK PARIJAT prateekparijat[at]gmail.com +91 9757 417 563 LinkedIn Behance
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A PoV on applicability of design in VC business. This presentation builds on market evaluation of Cloud Kitchen Startup space, and basis the hypothesis compares 6 Startups.

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